Managing luxury brands nowadays is complex (Wiedmann & Hennigs, 2012). On the one hand, luxury brands built their development through a strategic use of physical relationship platforms, making the customer experience inside points of sale an indispensable element for their growth. On the other hand, over the past 10 years, we have seen leading global luxury brands embrace virtual platforms in various ways to re-imagining consumer experiences. Blending these new elements can present challenges. The purpose of this chapter is to understand the relative importance of the different relationship platforms (physical and virtual) in the consumer experience of luxury brands and how has it changed. Results are able on the one hand to expand the theory of luxury branding and on the other hand to highlight some key implications for luxury brand managers.
|Original language||English (US)|
|Title of host publication||Global Marketing Strategies for the Promotion of Luxury Goods|
|Editors||Fabrizio Mosca, Rosalia Gallo|
|Number of pages||22|
|State||Published - 2016|